Banking in the 21st Century: Survey Uncovers Consumer Trends in Mobile vs. In-Person Interactions

By: Elizabeth Clor

July 14, 2016

customer experience management
Customer Feedback
Voice of the Customer

Clarabridge recently conducted research on the banking customer experience. Why? Because when your customers are unhappy with your brand, there is a good chance they’ll consider making a change. Furthermore, a study by Forrester shows that a one-point improvement in customer experience score translates to a $59 million impact for retail banks. So, listen to your customers and make the improvements that matter most to them. 

Our most recent research was focused on the digital experience, as more and more people are using online banking services as their primary bank interaction. We surveyed banking consumers nationwide and discovered the following insights:


In-person banking

All bank users state that making deposits is the primary reason for visiting their bank in-person, except for TD Bank users, who state visiting the ATM as the most popular reason.



Mobile banking

With the rise of mobile banking apps, customers no longer need to visit their bank as frequently.



It’s no surprise that mobile banking interactions are beginning to surpass in-person interactions. In terms of providing a superior customer experience, banks cannot afford to downplay the importance of their mobile apps. Customers are most likely to be satisfied with an app that is reliable (doesn’t crash), secure, user-friendly, and feature rich.



Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.